1. Qu'est-ce that the SEO local
The SEO local is the together technicals d'optimisation that permettent a a business d'apparaitre in the results of recherche locaux. When a internaute cherche "restaurant italien Paris" or "plombier pres of moi", Google affiche a pack local (les tkings fiches Google Maps en high results) suivi results organics classiques. The SEO local vise a you positionner in this pack local, the espace the more visible and the more clique for the recherches a intention locale.
The chiffres are eloquents : 46 % of all the recherches Google have a intention locale. 88 % people that effectuent a recherche locale on smartphone visitent a commerce in the 24 heures. Et 78 % recherches locales on mobile aboutissent a a purchase en magasin. Si you avez a activity with a zone of chalandise geographique, the SEO local n'est not a option, it is a requires vitale for your growth.
The SEO local rests on tkings factors main that Google utilise for classer the results locaux : the relevance (votre activity correspond-elle a the recherche), the distance (etes-vous proche of the user) and the brand awareness (etes-vous reconnu and well note). You ne can not influencer the distance, but you can fortement agir on the relevance and the brand awareness.
2. Optimize your fiche Google Business
Your listing Google Business Profile (anciennement Google My Business) is the pilier central of your SEO local. It is this fiche that appears in the pack local of Google Maps and in the panneau of connaissances a dkingte results. A fiche completeeeee and optimizede can a it only doubler your visibility locale.
Create and revendiquer your fiche
Si you n'avez not still of fiche Google Business, create-en a on business.google.com. Si a fiche exists deja for your business, revendiquez-la. Google you demandera of verify your identite, generally par carte postale envoyee to your adresse physique, par phone or par e-mail. This verification is indispensable for manage your fiche and apparaitre in the results locaux.
The information essentialles
Remplissez each champ of your fiche with the more large soin. The nom of your business must be exact (pas of keywords ajoutes artificiellement). The adresse must be completeeeee and identique a celle of your webwebsite and all your annuaires. The number of phone must be local and fonctionnel. The horaires d'ouverture must be precise and mis a jour (y compris the jours feries). The lien toward your webwebsite must pointer toward the good page.
Choisir the good categories
The categorie main is the factor the more important of your fiche. Choose the categorie that decrit the more precisement your activity. You can ajouter up to 9 categories secondaires for couvrir the together of your services. Etudiez the categories utilisees par your competitors locaux the better positionnees for you inspirer. Evitez the categories too generiques when a option more specific existe.
The photos and videos
The fiches with photos recoivent 42 % of demandes d'itineraire en more and 35 % of clics toward the website additionally. Add to the minimum a photo of couverture, a photo of logo, photos of the exterieur (pour aider the clients a you trouver), photos of the interieur, photos of your products or of your realisations, ands photos of your team. Mettez a jour your photos regularly for montrer that your business is active.
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Contact our experts arrow_forwardThe attributs and services
Google Business Profile you permet d'ajouter attributs specific to your activity : Wi-Fi free, accessibilite PMR, terrasse, parking, modes of paiement acceptes, etc. Remplissez all the attributs relevants. Add egalement the liste detailede of your services with descriptions. Plus your fiche is completeeeee, more Google the considere like fiable and relevante.
3. The keywords locaux
The keywords locaux combinent a service or a product with a localisation geographique. Ils are the passerelle between this that your clients cherchent and this that you proposez.
How identify your keywords locaux
Start par lister all your services and products, then combinez-les with your zones geographiques targets : ville, quartier, departement, region. For example, si you are dentiste in Lyon, your keywords incluront "dentiste Lyon", "dentiste Lyon 6", "cabinandntaire Bellecour", "urgence dentaire Lyon". Use Google Keyword Planner for verify the volumes of recherche locaux and identify the variantes the more recherchees.
Integrer keywords locaux in your website
Vos keywords locaux must apparaitre naturally in the elements strategics of your website : the title tag of your homepage and your pages of services, the H1 and H2 of your pages, your meta description, the content textuel of your pages, your attributs alt d'images and your pied of page. Create pages dediees for each zone geographique that you couvrez si you intervenez in several villes or quartiers.
The recherches "pres of moi"
The recherches contenant "pres of moi" or "a proximite" have explose these dernieres annees. Google utilise the geolocalisation of the user for these requetes. For y apparaitre, your fiche Google Business must be optimizede, your website must contenir signaux geographiques clairs and your presence in the annuaires locaux must be consistent.
4. The gestion avis clients
The avis Google are the twoieme factor the more important of the SEO local apres the fiche Google Business. Ils influencent directly your classement in the pack local and play a role decisive in the conversion prospects en clients.
Why the avis are si importants
93 % consommateurs lisent the avis online before of choisir a business locale. The businesss with a note average superieure a 4 etoiles attirent significantly more of clics. Google utilise the number d'avis, the note average and the recence avis like factors of classement local. A business without avis or with few d'avis aura of the mal a itself positionner face to competitors well notes.
How obtain more d'avis
The best strategy for obtain avis, it is of the demander systematiquement. Create a lien direct toward your formulaire d'avis Google (disponible in your fiche Google Business). Envoyez this lien par e-mail or SMS apres each prestation. Formez your team a demander a avis a each client satisfait. Simplifiez the processus to the maximum : a clic must suffire for laisser a avis. N'achetez never of false avis, Google the detected and can suspendre your fiche.
Repondre a all the avis
Repondez a each avis, positif like negatif. For the avis positifs, remerciez the client en personalisant your reponse. For the avis negatifs, restez professional, reconnaissez the problem and proposez a solution. Vos reponses are publiques and montrent to the futurs clients how you traitez the feedbacks. A reponse well construite a a avis negatif can transform a bad experience en argument of vente.
5. The citations locales (NAP)
A citation locale is all mention online of your Nom, Adresse and Phone (NAP). These mentions apparaissent in the annuaires online, the sites d'avis, the social media and the sites partenaires. The coherence of your citations NAP is a factor of classement local crucial.
The importance of the coherence NAP
Google ckingse the information of your fiche Google Business with all the mentions that he trouve online. If your adresse is differente on your website, in the Pages Jaunes and on Yelp, Google doute of the fiabilite of your information and you penalise. Each citation must be strictement identique : same format of nom, same adresse exacte, same number of telephone.
The annuaires prioritaires
Inscrivez your business in the annuaires the more importants for your pays and your sector. En France, the essentials are Pages Jaunes, Yelp, TripAdvisor (pour the restauration and the hospitality), Doctolib (pour the professionals of health), the annuaires of your chambre of commerce and the annuaires specialized of your sector. Visez to the minimum 20 citations consistents on annuaires of quality.
Auditer and corriger your citations
Recherat regularly your nom d'business on Google for identify the citations existantes. Corrigez the information incorrectes or obsoletes. Si you avez change d'adresse or of number, mettez a jour all your citations. Des tools like Moz Local or BrightLocal can automate this audit and identify the incoherences.
6. The schema LocalBusiness
The balisage Schema.org of type LocalBusiness is a code structure that you add to your website for aider Google a understand precisement the details of your business locale. It is a advantage competitif that a lot of PME negligent.
Quelles information inclure
Votre balisage LocalBusiness must contenir to the minimum the nom of your business, your adresse completeeeee (structuree according to the format PostalAddress), your number of telephone, your horaires d'ouverture (au format OpeningHoursSpecification), your zone of service, the URL of your webwebsite and your type d'activity specific (Restaurant, Dentist, Plumber, etc.).
How the implementer
The balisage Schema.org s'ajoute in the code source of your page, generally in the balise head under form of JSON-LD (le format recommande par Google). Si you use WordPress, plugins like Yoast SEO or Rank Math facilitent the ajout of data structurees without toucher to the code. Test your implementation with the tool of test results enrichis of Google for verify that he n'y a not d'erreur.
7. Create of the content local
The content local renforce your relevance geographique to the yeux of Google and etablit your expertise in your zone of chalandise. It is a levier often sous-estime of the SEO local.
The pages of localisation
Si you intervenez in several villes or quartiers, create a page dedicatede for each zone with a content unique. Each page must presenter your services in the context local, mentionner references locales (monuments, quartiers, events) and inclure a appel a the action adapts. Evitez the content copie-colle between the pages of localisation : Google detected and penalise the content duplique.
The blog local
Publiez regularly articles en lien with your activity and your zone geographique. Traitez the events locaux en rapport with your sector, partagez etudes of cas of clients locaux, redigez guides pratiques for your community. Ce content attire of the traffic local qualified and renforce your autorite geographique.
The partenariats locaux
Collaborez with d'autres businesss and organisations locales. Sponsorisez events, participez a salons, rejoignez associations professionalles. These partenariats generate mentions, liens and the visibility locale. Ils ensee a Google signaux strong of your ancrage in the community.
8. Measure your results locaux
The SEO local itself mesure with indicators specific that go au-dela of the simple organic traffic. Here is the metrics essentialles a track for evaluate the effectiveness of your strategy locale.
The statistiques Google Business
Your listing Google Business fournit data precieuses : the number of vues of your fiche (dans the recherche and on Maps), the actions users (appels, demandes d'itineraire, visites of the site), the recherches that have declenche the affichage of your fiche and the photos the more consultees. Suivez these metrics mensuellement for identify the trends.
The suivi of the classement local
Use tools like BrightLocal, Local Falcon or Whitespark for track your position in the pack local for your keywords targets. The classement local varie according to the position geographique of the chercheur, these tools allow you to simuler recherches since differentes localisations for avoir a vue completeeeee.
The conversions locales
Ultimately, the SEO local must generate appels, visites en magasin ands demandes of devis. Configurez the suivi conversions in Google Analytics : appels telephoniques (via a number of suivi), formulaires remplis, clics on the adresse e-mail, telechargements of plans d'acces. Reliez these conversions to your organic traffic local for calculer the ROI of your investissement en SEO local.
The SEO local is a effort continu. The results apparaissent generally between 1 and 3 mois apres the firsts optimisations. Maintenez the consistency of your efforts : publiez of the content local, obtenez of new avis, mettez a jour your information and surveillez your positions. The constance is the key for dominate durablement the results locaux of your zone.
46 % recherches Google have a intention locale. Si you n'etes not visible localement, you laissez your competitors capter your potential clients.